Simon Anholt - Explained

Although the word ‘brand’ is used a lot in this context, Simon Anholt’s work has nothing to do with marketing, advertising or public relations.

Having a positive image can make a world of difference to a country, city or region, just as it does for companies and their products. That’s why the expressions which Simon Anholt first coined more than ten years ago – ‘nation brand’, ‘city brand’ and ‘place brand’ – are heard so often. But the similarities end there. Places can’t construct or manipulate their images with advertising or PR, slogans or logos – and although some governments spend large amounts of money trying to do just that, there is absolutely no proof that it works.

Places can only change their images by changing the way they behave. Quote Mark

The only sure way places can change their images is by changing the way they behave: they need to focus on the things they make and do, not the things they say. Simon Anholt’s approach of Competitive Identity, (which is also the title of one his books), is about helping countries, cities and regions to earn a better and stronger reputation in the following ways:

through courageous and enlightened social, economic, environmental and foreign policies;
through the dynamic development of tourism, foreign investment and exports;
through carefully chosen international cultural, sporting and political events;
through improved cultural and academic relations with other countries;
through a strategic commitment to international development and poverty reduction;
through productive engagement with multilateral institutions, regional organisations and with NGOs at home and abroad;
through effective coordination between government, industry and civil society;
through enhanced public and private diplomacy overseas;
through a visionary long-term approach to innovation, investment and education.